The Kentucky Humane Society headquartered in Louisville, KY has strong relationships with their local media providers. For many years, the Society has budgeted and made use of outdoor billboards, newspaper placements, radio spots and more. Media has been utilized on and off throughout the calendar year.
Continuously, for several years, analytics has shown mostly a flat rate in growth from year to year.
Questions arise like:
The organization reached out to their agency and Donor Detectives to do the following:
Donor Detectives collaborated closely with the marketing agency, the Humane Society and their media sources to implement an Integrated Multi Channel Strategy starting with the Fall Campaign.
After a collaborative creative review, the channel designs were centralized around a feature dog with a strong call to action.
Donor Detectives ensured that all media channels/platforms used industry best practices, proven messaging and strategies that were based on Donor Detectives’ experience with similar organizations.
Once creative was integrated with a compelling message within all the multiple channels in the strategy, the mail penetration was increased by 50% and with greater leverage of list mix.
The enhancements and changes showed great success for the Kentucky Humane Society!
All channels were tracked. Since the initial Fall Campaign
Leveraging local media relationships using the analytically supported media placements AND ensuring all creative is integrated with a compelling message has provided the Kentucky Humane Society more donors and a greater return on their investment.
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